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SEO INBOUND STYLE: Seeding Content for Link Building.

OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

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Presentation at OMCap Germany, October 2013. Topic of Content and Link Marketing.

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Page 1: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

SEO INBOUND STYLE: Seeding Content for Link Building.

Page 2: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Maik MetzenManaging Partner, AKM3@maikmetzen

Page 3: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Rebecca ChurtMarketing Manager, HubSpot@rchurt

Page 4: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

WHAT IS INBOUNDSTYLE?

Page 5: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

WHAT IS INBOUNDSTYLE ?

MARKETING

Page 6: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Old marketing is

86% skip TV ads

91% unsubscribefrom email

200Mon the

Do Not Call list

44% of direct mail is never opened

BROKEN.

Page 7: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

The way we live has changed.

Page 8: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

The consumer is in control.

Page 9: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

65% of European consumers do research online before purchasing.

Source: Consumer Barometer

Page 10: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

To attract THOSE people, marketers have to provide them with something they will love.

Page 11: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Customer FocusedPersonalized ContentSEOSocialetc.

TRADITIONALINBOUND

vs.Marketer Focused

Cold Calling Cold Emails (SPAM)

Interruptive Adsetc.

Page 12: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Content is the hook.

Page 13: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

WHAT IS CONTENTMARKETING?

Page 14: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
Page 15: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
Page 16: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

CONTENT ASSETS

Blogs Interactive

Tools

Photos &“Link Bait”

Videos &Podcasts

Presentations& eBooks

Page 17: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Content is king

Page 18: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

BUT …

Page 19: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

content can’t be everything.

Page 20: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Customer FocusedPersonalized ContentSEOSocialetc.

TRADITIONALINBOUND

Marketer FocusedCold Calling

Cold Emails (SPAM)Interruptive Ads

etc.

vs.

Page 21: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

BUT …

Page 22: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

THE AVERAGE WEBSITE

ContentContent

ContentContent

ContentContent

ContentContent

ContentContent

ContentContent

ContentContentJust more

of the same

ContentContent

ContentContent

ContentContent

ContentContent

ContentContent

ContentContent

ContentContentSimilarContent

ContentContent

ContentContent

ContentContent

ContentContent

ContentContent

ContentContent

ContentContent

SomeContent

Page 23: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

This is a content (and consumer) fail.

Page 24: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Content needs to be unique.

Page 25: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Content needs to be for you.

Page 26: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Content needs to be the consumer.

Page 27: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
Page 28: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

VS.

Page 29: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

WELCOME REBECCA!

Finish your trial >

or talk to a specialist now.

Page 30: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Leads who are nurtured with targeted content yield 20% increase in sales.

Page 31: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

SEO Simplified

SEO

On-page

Off-page

Content

Links

Page 32: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

SEO Inbound Style

SEO

On-page

Off-page

Content

Links

Personalized &Dynamic

Page 33: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

SEO

On-page

Off-page

Strategic

Content

Links

Social Signals

SEO Simplified

Page 34: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

SEO

On-page

Off-page

Strategic

Content

Links

Social Signals

SEO Inbound Style

For Search & Consumers

Page 35: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

WHAT ABOUT LINK BUILDING?

Page 36: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
Page 37: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
Page 38: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
Page 39: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Why is that?

Page 40: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

WELCOME TO THE GOOGLE ZOO

Knowledge Graph

Links

Content

Page 41: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Panda Update

Page 42: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Penguin Update

Penguin Update 2.0

Page 43: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
Page 44: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

LINK BUILDING vs. CONTENT MARKETING

Page 45: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Short-term link building involves getting links, but not always the acquisition of customers.

Page 46: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Link Building 1.0

Keywords KeywordTargets

Find link opportunities Get Links

Page 47: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Link Building 2.0

Keywords KeywordTargets

Find link opportunities

Get Links & Customers

Page 48: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Grow organic traffic through content that speaks to the consumer.

Page 49: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
Page 50: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Link Building Content Marketing

Keyword Type Transactional Informational

Keyword Focus

Short-term Long-term

Channel Single Multi-channel

Effort Medium High

Goals Links Links, Traffic, Engagement, Consumer Acquisition ...

Page 51: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

NO

MORE

Page 52: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

GOOD STRATEGY …

Idea Generation Production Seeding Reporting

Page 53: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

• Seeding relevant communities

• Seeding relevant blogs

• Not all approached take the “bait”

• Targeting very attracted customer groups

• Generating social signals

• Great user metrics

• Low competition because informational keywords

• Providing master copy

• PR, social media, email newsletter to employers, email newsletter to customers

Outreach Facebook AdsGoogle

AdwordsCorporate

Comm.

SEEDING 101

Page 54: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

WHAT ABOUTPERSONAS?

Page 55: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Social Network Activity

Content Creation

PERSONAS

Community Activity

Page 56: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
Page 57: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building
Page 58: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Content Marketing & Link Building #FTW

Page 59: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

THANK YOU!

@rchurt & @maikmetzen

Page 60: OMCap HubSpot - SEO Inbound Style: Seeding Content for Link Building

Q & A